ROLE OF A SALES PROMOTION AS A GOOD MARKETING STRATEGY IN A COMPETITIVE ENVIRONMENT

CHAPTER ONE

INTRODUCTION

1. BACKGROUND OF THE STUDY

Sales promotion is “all those short-term incentives” offered by a company in order to encourage the sales of its production (Anyanwu, 2000)

Mc Daniel, (2006), asserted that sales promotion is marketing communication activities, other than advertising, personal selling, and public relation, in which a short term inventive motivates consumers or members of the distribution channels to purchase goods and services immediately, either by lowering price or adding value.

Philip Kotter(2011), defined sales promotion as any initiative undertakenby organization to promote an increase in sales, usage or trial of a product or services[i.e initiatives that are not covered by the other element of the marketing communication or promotions mix]

Kotler (2001), Stated that sales promotion is the key ingredients in marketing campaign consisting of a diverse collection of incentives tool mostly short term designed to stimulate quicker or greater of particular service or product. The use of sales promotion by many organizations this day is as of its positive effect on sales volume and profitability.

The key task of promotion is very clear here are: influencing informing, and persuading.

An organization is said to have made profit if the sales is greater than the total cost of production. Since the products of an organization may not be the only product in the market, companies or organization in the same industry may not face competition in the market.

Companies opt for sales production strategy as a most sure way of competing competitively and marketing a greater impact on sales volume succinctly consumers purchasing power is enhanced via sales promotional incentives there by increasing the company’s sales volume.

BRIEF HISTORY OF UNILEVER NIGERIA PLC

Unilever Nigeria plc was incorporated as a lever brothers (west Africa) ltd 11^thApril 1923 by lord leverhuline, but the company’s antecedents have to be traced back to his existing trading interest in Nigeria and west Africa generally and to the fact that he had since the 19^thcentury being greatly involved with the soap manufacturing company and today is the on of the oldest surviving manufacturing organization in Nigeria.

After series of mergers/ acquisition, the company diversified into manufacturing and marketing foods, non-soapy detergent and personal care product. These mergers/ acquisition brought in lipton Nigeria ltd in 1985, ctheese branch pound industrial ltd in 1988. The company changed its name to unilever Nigeria plc in 2001.

Unilever Nigeria plc is a public liability company quoted in the Nigeria stock exchanged price 1973 with Nigeria currently having 49% of equity holding the long term success of business term from the strong relationship with the consumers best on the deep root in the local cultures and market, creating products that help them to feel good, look good and get more out of life and the total commitment to exceptional standards of performance and productivity.

Over the years, unilever Nigeria plc has been a socially responsible and responsive organization that tares strategic actions for the improvements of the communities and the environment in which the operate.

Sunlight detergent in 1885, the sunlight brand is still innovating and using the magic of natural ingredient to create unbeatable result over hundred a years later, Williams Hesheth lever was determined to revolutionize Victorian Englands standard of cleanliness and hygiene so he created sunlight soap. His revolutionary product was the first one over created by the company that 18 now unilever.

1. STATEMENT OF PROBLEM

In the present dynamic marketing situations, companies are faced with diverse competitors and competitions. It is very expedient that good marketing strategies be used to attain organization sales promotion in which marketing strategy is one of them. It is an indispensable fact that one of the primary roles of every firm that engages in business is to make profit. In other words, it is one thing for a company to produce goods and services and other thing to sell the product.

This study is therefore designed to identify the relationship between the roles of sales promotion as a good marketing strategy in a competitive environment.

1.3 OBJECTIVES OF THE STUDY

The central objectives of this study is to determine the roles of a sales promotion as a good marketing strategy in a competitive environment.

The specific objectives are :

To ascertain whether or not role of sales promotion is adopted by unilever Nigeria plc aba
To asses the market strategies adopted by unilever Nigeria plc aba
To ascertain how effective the market strategies are
To examine the consumers perception on roles of sales promotion as a good marketing strategy in competitive environments of unileverNigeria plc aba.
To determine the extent to which sales promotion affects the sale of sunlight detergent in aba.
To determine the effect of the roles of sales promotion on the sales performance sunlight detergent of unilever Nigeria plc aba

1.4 RESEARCH QUESTION

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